The WARC Podcast The future of effectiveness
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Aug 26, 2025 Join award-winning brand strategist Benoit Wiesser and sustainable marketing expert Alexis Eyre as they tackle the balance between growth and sustainability in marketing. They emphasize a new definition of effectiveness that merges profitability with social and environmental impact. The duo discusses innovative approaches, showcasing case studies of brands enhancing consumer engagement through social responsibility. They advocate for a marketing framework that not only drives commercial success but also promotes positive change in society.
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Rethink What Effectiveness Means
- Effectiveness thinking has focused on how and what, not why, for decades.
- The industry must redefine success beyond commercial growth to stay fit for today's challenges.
Three-Dimensional Effectiveness Model
- Effectiveness 2.0 measures commercial, social, and environmental impact together.
- It also ranks initiatives by marginal, material, or game-changing impact to guide priorities.
Anchor Marketing In Materiality
- Put material issues at the centre of marketing briefs and strategy.
- Align marketing to your company's ESG materiality so campaigns support core business priorities.